Marking scheme for ()1 2 marks are allocated for each of the following points (maximum 4 points). Marks are awarded according to the performance of answer. Principle 1: Focus on the customer Principle 2: Only compete in markets where you can establish a competitive advantage Principle 3: Customers do not buy products Principle 4: Marketing is too important to leave to the marketing department (even if there still is one) Principle 5: Markets are heterogeneous Principle 6: Markets and customers are constantly changing